Purpose – There is a growing academic literature exploring the fair trade movement but, to date, there has been little explicit discussion of accountability within the movement. This paper aims to cast the development of the fair trade movement within a shift from trust‐based relationships...

Purpose – This paper examines the ethics of marketing both fair trade products and the movement's message of change, as fair trade shifts from a distribution system that relied on alternative distribution channels to one that is increasingly reliant on the commercial mainstream. The marketing...

This paper argues that the pressures for fair trade to substantially increase market access for marginalized producers in the global South and subsequently move fair trade out of niche into mainstream markets is reshaping the boundaries of the movement. We suggest that going mainstream carries...